Canna-Conomy: Rebranding the Medical Marijuana Industry – Cheryl Shuman


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Canna-Conomy: Rebranding
the Medical Marijuana Industry

A Hollywood insider wants to rebrand the medical marijuana industry
and create a canna-conomy
March 21, 2011 – by Simon Seidler
Cheryl ShumanGREEN IS THE NEW GREEN: Cheryl Shuman of Green Asset International, Inc., hopes to lure investors to the cannabis economy.

Over the years, the nationwide legalization movement built itself on the enthusiastic but lightly funded backs of the pro-cannabis citizenry. But that may have changed irrevocably March 14, when Cheryl Shuman, CEO of Green Asset International, Inc., announced a $100 million fund for the investment and acquisition of cannabis-related businesses.

The announcement seems to signal that institutional money managers are ready to take a serious look at the possibilities of a new “green” economy. The medicinal cannabis industry’s estimated worth in 2011 was $1.7 billion, according to a report by independent financial analysis firm See Change Strategy. The report goes on to estimate growth will reach $8.9 billion by 2016.

Shuman, the face of this new canna-conomy, is a longtime Hollywood insider and former executive director of the Beverly Hills branch of the National Organization for the Reform of Marijuana Laws (NORML).

After battling cancer, her career focus turned to activism. While others in the public sphere were uncomfortable being out in front of the public, Shuman became Kush Magazine’s executive director of celebrity, media and public relations. (It’s a fitting title for a woman who trademarked her own name.)

Shuman says she has long had the ear of people in and around Hollywood—her PR photos include hugs with Steven Tyler, Danny Glover, Kelly Rowland, Jay Leno and others—and she hopes to mesh cannabis with pop culture in her latest venture.

Instead of leaning on old stoner-centric stereotypes, Shuman and GAI intend to start a rebranding campaign to get the message out that cannabis users don’t have to be the hapless stoner or the critically ill—or men, for that matter.

“Men have been dominating the cannabis debate, and now I think women can really make a difference in taking the conversation to the next level,” she says.

While unwilling to disclose investors, Shuman says GAI has several ties to the Bay Area, including some well-known collective operators and Silicon Valley corporate executives. She calls them closet investors. “There’s still too much of a public stigma, but the tide is changing,” Shuman says.

GAI’s acquisition strategy revolves around social media and outreach. “We are planning a series of symposia to get an information exchange going between like-minded people,” she says. “At the same time, we will be executing on other elements of our strategy to bring the right people, products and technologies together—like building the ‘Facebook’ around cannabis.

“We see signs of growth in cannabis-related social-media, traditional and online advertising, ancillary business services that serve this niche—there is really a lot out there to keep us busy while the legal barriers fall.”

Although not specifically mentioned as an acquisition target, one company that may be in the crosshairs of GAI is SearchCore (formerly General Cannabis), parent of The OTCQX-traded stock has a $62.5M market cap and a growing appetite for its cannabis club search directory. With’s introduction of videos and Groupon-like “Daily Deals” feature, the company is quickly becoming the portal of choice for cannabis patients and collectives alike.

Another market opportunity for GAI may lie in aggregating and consolidating the numerous “Strain Guides” that have been organically developed on the Internet. Sites such as,, and all attempt to categorize and review the increasing number of strains that have become available as the result of cultivator breeding. The value of such information is dampened by the nonstandard presentation and variety of evaluation methods, something that could be overcome with the centralized strategy and direction that a strong parent organization like GAI could provide.

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About Cheryl Shuman

Tom Cruise, Steven Tyler, Julia Roberts, Madonna, Arnold Schwarzenegger, Mike Myers, Elijah Wood, Lindsay Lohan, Fergie, and Michael Jackson are just a few of the names you'll find scrolling through the client files during the 25 year career of Cheryl Shuman. Known as the "Martha Stewart of Marijuana," Cheryl Shuman announces the formation of Green Asset International Inc.. Shuman brings decades of experience working with media, celebrities, marketing and health care in Beverly Hills. Shuman found her passion in the cannabis movement since 1996 working as an activist and legal cannabis patient. Since using cannabis therapy, she has survived cancer and injuries from two car crashes. Shuman was the founder of Beverly Hills NORML, founding charter member of the NORML Women's Alliance and served on the steering committee for Public Relations and Marketing on an International platform. Cheryl Shuman is a founding member of the NCIA, National Cannabis Industry Association. Cheryl Shuman transformed her non-profit career into a thriving profitable media enterprise. Cheryl was the Executive Director of Celebrity, Media and Public Relations for the KUSH Brand which includes KUSH Magazine, KUSH Conventions and Cheryl Shuman has been interviewed for television programs, newspapers and magazines, including but not limited to: ABC News, CNN, Fox News, NBC News, Access Hollywood, Entertainment Tonight, Today Show NBC, HBO Entertainment News and more. Her private medical cannabis collective, "The Beverly Hills Cannabis Club" is unlisted and membership is by referral only. Through her personal relationships and connections within Hollywood, Cheryl Shuman has been named as one of the most influential women in the cannabis reform movement by international media. Her position within the cannabis industry creates the first and only company of its kind and at the forefront of entertainment marketing, celebrity endorsements, product placement integration, sponsorships, production and technology. Cheryl Shuman serves as media spokesperson for the hot new vaporizer CANNACig Rapid Fire Marketing (pink sheets: RFMK) and conducts their marketing, public relations, product placement, and consulting services. Cheryl Shuman, Inc. is a business development company and acquisition vehicle. Shuman made news with an historic funding facility dedicated to the cannabis industry with plans to go public by 2014. Cheryl Shuman currently has a hot new reality TV series in development and is represented by the prestigous William Morris Endeavor Agency in Beverly Hills, California. President & C.E.O. Spokesperson for CANNACig by RFMK Beverly Hills Cannabis Club Join Free Using "Cheryl Shuman" as your invitation code on: Social Network Links: LinkedIN: Facebook: Twitter: YouTube: Vimeo:
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One Response to Canna-Conomy: Rebranding the Medical Marijuana Industry – Cheryl Shuman

  1. Matt says:

    Great Post. We Follow Each On Twitter And LinkedIn And I’m Interested To Learn More About Finding Work In This Industry. I Foresee This Industry Growing And Expanding Immensely Over The Next Few Years, Certainly As More States Begin To See The True Benefits Of This Plant. I’m Interested To Get Into This Industry As I Know People Are Being Lied To By The Drug Companies. If You Could Provide Me With Any Resources I’d Really Appreciate It. I Live In Southeast So It’s Illegal To Work In The Industry Out Here. I Am Interested In Relocating On My Own Expense. Thanks.

    (Sorry For The Capitalization My Phone App Spells Everything With A Capital)

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